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About me

I am a Regional Executive Creative Director with more than 23 years of experience working across advertising, communication, culture, and large-scale creative leadership in Egypt, the GCC, and the wider MENA region.

I started my career in 2003, moving between advertising agencies, production houses, TV channels, and music networks. Early on, I worked closely with the entertainment and music industry, collaborating on well-known music videos and cultural productions across the region. That foundation shaped the way I think about storytelling, emotion, and mass audiences and it continues to influence how I approach brands, institutions, and public communication today.

Over the years, my work has spanned government and public institutions, giga and national projects, banking and fintech, FMCG, telecom, logistics, real estate, hospitality, sports, mega events, and cultural platforms. I have led and contributed to 360° advertising and communication initiatives for organizations and brands such as DHL, Vodafone, ExxonMobil, PepsiCo, Nestlé, McDonald's, AXA, Sofitel, Lafarge, Juhayna, Edita, Texas Chicken, PayTabs, Bosta, Credit Agricole, Banque Misr, EG Bank, Al Salam Bank - Bahrain, GFH (Bahrain Marina), SODIC, Mountain View, LMD, Rikaz Developments (Saudi Arabia), Digital Government Authority - Saudi Arabia, GIZ, the United Nations, UAE University Games, Music Nation, and others across the region.

Today, I lead a multidisciplinary creative studio of more than 30 talents, covering creative, content, art direction, design, video, motion, and post-production. The studio delivers advertising campaigns, digital communication, digital PR, branding systems, experiential work, mega events, and large-scale on-ground activations, operating across both local and regional mandates.

In parallel, I have built and embedded AI-native creative workflows within the studio not as tools, but as part of the creative DNA. This includes AI-driven advertising production, high-quality content and design, motion and video experimentation, scalable content systems, and the development of AI-powered brand content and AI influencers. The focus has always been on using AI to enhance creativity, speed, and scale without compromising craft or storytelling.

I operate at the intersection of creativity, culture, business, and technology, with a strong interest in regional leadership roles, strategic partnerships, government and giga-project advisory, AI-enabled creative transformation, and building future-ready creative organizations across the GCC and MENA.

Details

AvailabilityLooking for work

ContractPerm, Freelance, Temp-Perm, Part time, Remote

LocationCairo: Egypt

Working LocationsCairo: Egypt, Riyadh: Saudi Arabia, Dubai: United Arab Emirates

Skill LevelMiddleweight, Senior, Director

LanguagesEnglish, Arabic

Tagged Job TitlesCreative Director, Art Director, Executive Creative Director

Recommendations

Currently No Recommendations

Skills

Advertising, Art Direction, Branding, Creative, Creative Direction, Editing, Film, Motion Graphics, Music, Sound Design

Sector Experience

Advertising, Animation, Arts, Audio / Visual, Branding, Cinema, Communications, Consulting Services, Creative Services, Design, Film (Feature), Film (Short / Documentary), Marketing, PR, Production

Clients

AXA Insurance, DHL Express, edita, EGbank, Exxon Mobil, IKEA, IKEA Communications AB, LMD DUbai, L`Oreal, MBC, McDonald's, PepsiCo, Pif, SODIC, Sofitel, UNwomen, Vodafone

Awards

ADFEST Award - Bronze

Trade Associations

Advertising Association

CV / Resume

Refaat's CV/Resume

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Creativepool member since 16 March 2019

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